Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.
Discover how Forrester supports B2B marketing professionals.
Want Better Content Performance? Fix It At The Source.
Marketing and sales enablement teams often struggle with poor content performance for years because they're not addressing the root causes. Conducting a content inventory health analysis helps pinpoint what's going on with findability, relevance, and quality issues, pull in the right teams to eliminate the problems, and then track the right progress metrics.
Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content
Learn how smart B2B marketers are navigating the hype around generative AI and achieving quality content at scale.
B2B Summit North America
Discover research-based insights, tools, and frameworks to power your success in a tumultuous 2023. Join us for the year's premier event for B2B marketing, sales, and product teams.
Younger Business Buyers Are Having Their Say
Millennials and Gen Zers now represent the majority of business buyers globally. Understanding how they approach the buying process is increasingly essential.
The Future Of Localization Is Here: Are You Ready?
Here’s a thought experiment to test if your organization is ready for the future of localization. When you think about your customer and employee experience (CX and EX), do you think about what it’s like in each of their languages? Or do you unconsciously assume a monolingual experience? If we’re honest, many of us, especially […]
Three Competitive-Strategy Actions For B2B Marketers To Take In 2023
As the holiday season approaches, my thoughts often turn to friends, family, food, and … presents! And buying those presents often brings me to thoughts of COMPETITION. Should I buy the latest and greatest gadget, or should I get the one that can be returned when I make the wrong choice? Yes, every company out […]
Forrester’s Buyer Insights Reports Reveal Current Business Drivers And Buying Behaviors
The key to becoming truly audience centric and more effective as a marketing org is to deepen your buyer insights. Forrester has just
Breakthrough Go-To-Market Strategies Require Three Components
It’s more important than ever for B2B organizations to make sound strategic decisions. Yet if you ask each member of your executive leadership team how they define go-to-market strategy, you will likely get a different answer from each of them. Not only does this create confusion internally, but it’s also an inhibitor to growth, as […]
Tackle 2023 With Bold Action & Clear Focus
Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.
Portfolio Marketing Must Act As A Compass Through Shifting Seas In 2023
By investing in audience-centric practices, portfolio marketers can help their organizations be more efficient and effective, despite economic uncertainty.
Three Ideas To Make Your Messaging A Hit With Buyers
Enticing plot, captivating characters, and spellbinding world-building all come to mind when we think about great TV shows. B2B marketers should take lessons from this when it comes to building and enabling effective messaging.
Your Buyers Are Evolving, And You Should Follow
Marketers need to understand how their buyers are changing and enable their buyer-facing roles with key insights to gain competitive advantage and drive growth.
Four Tips On Finding — And Spearheading — New Strategies For Growth
A few mind shifts can help portfolio marketers identify and capitalize on growth sources that they may have overlooked.
Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
See Why 2023 Fortune Favors The Bold And Focused
Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.
The War In Ukraine: Four Ways Portfolio Marketers Can Respond
The war in the Ukraine is disrupting companies' go-to-market strategies and Portfolio Marketers need to adapt. This blog provides four things to consider.
Four Key Ways B2B Buying Varies Across Global Regions
Understanding key differences in the purchasing process will improve your marketing, sales, and product strategies.
Forrester’s B2B Summit: New Research Will Emphasize Four Key Areas In Which Portfolio Marketers Can Drive Organizational Growth In A Post-COVID World
Forrester’s B2B Summit North America is fast approaching. With the theme “Align, Advance, Accelerate,” this year’s event features sessions that will emphasize new research for portfolio marketers to lead their organizations to growth in a post-COVID world. Our analysts have identified four key areas that represent opportunities for portfolio marketers to deliver greater value to […]
Portfolio Marketing And Sales Operations: A Dynamic Duo!
In the 1950s, Dr. Lawrence Weed realized the inefficiency and inherent danger embedded within paper-based medical records. Paper-based medical records were a manual process that did not allow for or encourage a collaborative or holistic intake or diagnosis process, and thus, the electronic medical record (EMR) was born. EMRs allow for collaboration between all stakeholders […]
Three Reasons Why Your CEO Should Embrace An Audience-Focused Go-To-Market Strategy
It’s important for organizations to unite around an audience-focused go-to-market strategy. To do this effectively, it’s imperative to get executive buy-in. CEOs have enough on their plates, so how can portfolio marketers get their attention? First, make sure your CEO knows that organizations that put the customer at the center of strategy, leadership, and operations – which Forrester calls customer-obsessed – grow revenue and profitability more than twice as fast as companies that don’t. Focusing on three things will convince your CEO that embracing an audience-focused go-to-market strategy is crucial for business.
Planning Guides 2023
Get planning and budgeting guidance for tech, CX, marketing, and other functions to help you make the right decisions in the year ahead.
The Buyer’s Journey Is The Portfolio Marketer’s Key To Planning For 2022
Understanding how today's buyers gather information and being ready to educate and engage with them, wherever they are, is more important than ever.
Lighting Up Your Existing Tech Stack To Uncover Buyer, Customer, And Market Insights
To support the gathering of buyer, customer, and market insights, portfolio marketers must work with their marketing operations colleagues to determine the ideal technology. In her latest blog post for Forrester, Katie Fabiszak highlights her upcoming B2B Summit North America session with Barbara Winters.
The Three Reasons Portfolio Marketers Must Enable All Buyer- And Customer-Facing Roles
When considering portfolio marketing’s role in enablement, take a revenue enablement approach to ensure that knowledge is delivered to the various teams that require it in the way they want to receive it, and delivered when they need it.